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eMail marketting: How to run a successful email campaign for your eBusiness
As an eMarketing channel, email has recently been proven to be 40 times more effective than the new social kids on the block – Facebook and Twitter. But not every marketing email succeeds in delivering a business’ intended message.
Here's how you can ensure that your email campaign gets the right information
across in the right way
Take note of first impressions
The email's subject lines, long or short, specific or generic, personalised or not etc should be meaningful.
Inboxes are filled with generic and uninspiring subject lines like “our August newsletter” and “Offers of the week”.
Using these lacklustre phrases means that countless businesses are wasting a golden branding opportunity.
As the first (and sometimes only) part of an email that recipients will read, you should work twice as hard to convey a brand and marketing message in the subject line space.
For example, rather than sending a message entitled “Summer Sale”, why not say “Summer Sale – up to 50% off men’s shirts”?
Research has shown that consumers spend an average of 51 seconds on each of the marketing messages they read in the inbox, so the key with copy is to be concise and to-the-point.
Regardless of the total amount of text, key points should stand out. Using bold fonts, bullet points and call-out boxes are all good tactics to employ as they make text easy to read.
A key reason to avoid long copy is that it can dis-incentivise clicking. However, this isn’t a problem if you want subscribers to consume content within their inboxes.
Here, quite complicated processes are explained in simple, straightforward English – a deceptively difficult task.
To ensure readers don’t lose interest, the writers use short, punchy sentences (here copy averages around 6 words per sentence). Use of the active – rather than passive – voice further aids the flow and pace of the text.
Finally, pictures are worth 1,000 words
Using large, impactful images is all the rage in email marketing these days. But rather than sticking to staged photography or product images, think about playing with other types of pictures.
From illustrations, to real-life customer photographs, departing from the norm can set your email apart from the other marketing emails landing in the inbox each day.